Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

Exercise 1

Discuss the role an advertising slogan plays in the development of an advertising campaign as well as some of the factors that should be considered in developing an effective tagline. Find an example of a good tagline as well as one that does not communicate effectively. Discuss the reasons why you view these as either good or bad examples of advertising slogans. (LO3)